In a remarkable transformation, the historic JCPenney store, a cornerstone of downtown Decorah for 95 years, has been reborn as Impact Coffee, a vibrant two-story coffeehouse.
The name “Impact Coffee” pays homage to the Impact Crater, a geological marvel that struck the Decorah region 465 million years ago.
Initially launched a decade ago in a smaller venue, Impact Coffee made its debut in the old department store building in 2019.
“Our previous location was much more confined,” stated Sean Brown, Owner of Impact Coffee. “Our aim with this new space was to create a more expansive community venue. We now host evening events, offer a selection of beer, wine, and cocktails, and even run an outdoor trivia night every Thursday during the summer. We strive to be a community gathering spot and continue the legacy of what JCPenney once represented.”
A lifelong Decorah resident, Brown fondly recalls shopping at the JCPenney store in its heyday.
The expansive new location features a second floor, ideal for various events, including weddings and more, contributing to the space’s role as a modern community hub.